Research on the influence of ERKE’s philanthropy behavior on consumers’ purchase intention

Abstract

A charitable donation is a social activity that companies ignore because it usually increases costs and does not bring additional productivity. Analyzing from the point of view of profit, as rational entrepreneurs, it is normal that they do not donate to society. But those well-known entrepreneurs, such as Bill Gates, regularly donate to specific projects. So why is that? Are they willing to give up their interests to help others? The original purpose of this article was to explore why entrepreneurs donate and how this affects consumer sensibilities. The research question is to instigate how a company’s philanthropic behavior influences consumers’ intention to purchase the company’s goods. The research was supported by research questionnaires posted on social media and data provided through major newspapers and articles. One-on-one interviews were conducted to get the most honest insights from consumers. Finally, to confirm whether consumers are more inclined to buy because of the company’s philanthropic efforts.